content marketing training survey

www.provokeinsights.com

Content Marketing Marketers New #1 Engagement Tool

January, 2015

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What is Content Marketing?

Why is it so Popular?

Content marketing is any marketing that involves the creation and sharing of relevant and valuable content in order to acquire and retain customers. Examples include blog posts, in-depth articles, white papers, PDF guides, videos, and social media posts.

Increasingly used by companies and marketers, content marketing is a high impact tool that drives brand awareness, engagement, and loyalty. Ultimately, content marketing is a cost effective solution that increases sales.

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SkilledUp organizes, curates and reviews online educational resources. The company has seen a growing interest in content marketing among users, as well as an increasing number of jobs available for individuals with this area of expertise. SkilledUp initiated this research to better gauge the importance and demand for content marketing skills. It will share this information widely to help course providers, users, and employers develop skills in what is now a critical component of marketing strategy.

About the Survey

SkilledUp commissioned Provoke Insights, a market research and strategy firm, to conduct an online survey among 200 professionals who are engaged in their companies’ marketing activities. All employees were familiar with content marketing. The survey was distributed in July 2014. “Not sure” replies have been excluded & questions have been re-calculated throughout this report.

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Key Findings

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Content Marketing Works

Companies see the proven benefit of content marketing. It helps drive sales (88%), grow customer referrals (83%), and build a customer base (75%).

•  74% of professionals state that content marketing is the most effective channel for improving customer engagement.

•  Virtually all professionals believe content marketing builds brand recognition (94%) and loyalty (85%).

•  The vast majority (87%) found content marketing to be a cost effective solution.

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It’s Become a Critical Tool

Given the benefits, it is not surprising that professionals (94%) say it is critical that content marketing be part of a company’s marketing program.

•  The majority of companies (82%) include content marketing as part of their initiatives.

•  The number of companies incorporating content marketing is rapidly increasing. 31% of companies who do not use content marketing are considering incorporating it in future programs.

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The Explosion of Content Marketing

Companies are dedicating an increasing number of resources to content marketing initiatives.

•  In 2014, 40% of companies report increasing their content marketing spending. In addition, 50% of professionals say they expect their companies’ budgets to continue to expand in the next year. 43% anticipate that their content marketing budgets to remain the same in 2015.

•  Job opportunities for content marketers look very strong. Over half of professionals believe job growth in content marketing is imminent in 2014 and 2015. Furthermore, 40% state that their companies will be hiring content marketers in the next year.

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While there is a growing need for content marketers, finding people with the required skills is a challenge.

•  42% of companies state that they do not have the skill sets to implement content marketing.

•  34% of professionals have a hard time hiring individuals with content marketing expertise.

Lack of the Right Skills

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Education is a Priority

Given these challenges, 79% of professionals say learning content marketing is a priority.

•  84% of professionals plan on learning more about content marketing. Of those, 53% are interested in taking an online course on the subject.

•  75% of professionals would find it helpful for their team members to become more knowledgeable in content marketing.

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Detailed Findings

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Content Marketing Works

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Content Marketing Supports Business Objectives

How helpful do you think content marketing is for supporting each of the following objectives or initiatives?

Q:

Content marketing helps drive sales (88%), grow customer referrals (83%), and build a customer base (75%).

88% Sales

83% Referrals

75% Conversion

Base: Qualified respondents (N=200)

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Achieves Marketing Goals

How helpful do you think content marketing is for supporting each of the following objectives or initiatives?

Q:

94% Brand

Recognition

85% Loyalty

85% Engagement

82% Retention

82% B2B

Relations Improves Marketing Initiatives

•  Virtually all professionals believe content marketing solidifies brand recognition (94%).

•  The majority state that content marketing helps drive engagement (85%) and loyalty (85%)

Content Marketing Helpfulness


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58%

67%

16%

20%

Most effective channel to improve customer

engagement

Cost effectve solution

Agree Strongly agree

A Tools Worth Its Price Tag

How much do you agree or disagree with the following statements?

Q:


87%

74%

•  87% of professionals state content marketing is a cost effective solution.

•  74% agree content marketing is the most effective channel for improving customer engagement.

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Growth in Content Marketing Agencies

Next Trends in Content Marketing

What do you think will be the next trend in content marketing? Q:

Social media moving beyond just "likes" and search history to getting consumers involved in discussion and using current events in their favor.

Real-time interfacing with product development.

Immediate direct interaction with product or service reps.

Mobile device usage will increasingly incorporate location and personal preference information

Geographic texting.

Real Time & More In-depth Two-Way Communication

Mobile & Location Based Offerings

More content marketing agencies.

Base: Those who provided trends (n=49)

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It’s Become a Critical Tool

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55%

39%

4% 2%

Very important Important Somewhat important Not at all important

Importance of a Content Marketing Strategy

•  94% of professionals believe it is critical to include content marketing as part of a company’s marketing program.

How important do you think it is for companies to include content marketing as part of their marketing strategy?

Q:


94% Importance of Content Marketing

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An Integral Part of Marketing Plans

Does your company include content marketing as part of its marketing strategy?

Q:

82% 18%

Includes

Is your company considering incorporating content marketing as part of its marketing strategy in the coming year?

Q:"

of the companies that do not use content marketing are considering integrating it into their plan next year.

Base: Qualified respondents (N=200) Base: Do not incorporate content marketing (n=48)

•  The majority of companies (82%) include content marketing as part of their marketing initiatives.

•  The number of companies incorporating content marketing is rapidly increasing. 31% of companies that do not use content marketing today are considering integrating it as part of their future programs.

Content Marketed Included in Marketing Strategy

31%

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Most Companies have an Internal Team

Who currently handles your content marketing initiatives? Q:

Base: Content marketing is part of the respondent’s marketing strategy (n=152)

•  93% of companies have an internal team that works on content marketing initiatives. 20% also use an outside agency for initiatives.

73% Internal Team

7% Outside Agency

20% Both

Internal & External Teams

Responsible for Content Marketing Initiatives

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We are a small business and don’t have the internal department.

Two Key Reasons for Using an Outside Agency

Why do you use an outside agency to handle your content marketing initiatives? Q:

More Expertise

They can sometimes recognize opportunities that we may not realize.

Expertise, awareness of trends, technology.

Lack of Resources

We are too small to have full-time inside employees.

We need the extra help.

•  Not enough internal resources, as well as more skilled expertise in content marketing are key reasons for seeking outside assistance.

Base: Use an outside agency (N=42)

Their expertise over our in-house staff and the applied metrics they supply us.

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Size Matters: Internal Content Marketing Team

Approximately how many people are on your internal team? [Analyzed by size of company] Q:


Num

ber o

f Em

ploy

ees

Size of Company (Employees)

•  Once a company hits 500 plus employees, the size of the content marketing team greatly increases.

0"

5"

10"

15"

20"

25"

30"

Under"10" 10,49" 50,99" 100,499" 500,999" 1000,4999" 5000"+"

Number of Employees in Internal Team

Mean: 9 Employees

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The Explosion of Content Marketing

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Content Marketing Budgets are Growing

Over the past year, did your company's budget for content marketing change? Q:

40%

3%

57%

2014

Increase Decrease Stay the same

50%

7%

43%

2015 Increase Decrease Stay the same

•  In 2014, 40% of companies are increasing their content marketing spending.

•  50% of professionals say they expect their budgets to continue to expand in the next year.

In the coming year, do you think your company's budget for content marketing will change? Q:


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Content Marketing Jobs are in Demand

Do you think the number of jobs in content marketing has/will increased? (2014, 2015) Q:

!  Over half of professionals believe job growth in content marketing is imminent in 2014 and 2015.

!  30% state their companies will be hiring content marketers in the next year.

In the next 12 months, do you expect your company to hire content marketers? Q:

53% 59%

2014 2015

% that Believe the Number of Jobs in Content Marketing Will Increase

40% of professionals say their company is hiring content marketers is the next year.

Base: Qualified respondents (N=200) Base: Content marketing is part of its company's marketing strategy (n=152)

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Lack of skilled personnel

?

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Challenges in Implementing Content Marketing

2%

17%

20%

21%

34%

45%

58%

Other

Organization

Management buy in

Technology capabilities

Skilled expertise

Time

Limited Budget

What are the main challenges your company faces when it comes to implementing content marketing?

Q:


!  34% of professionals have a hard time hiring individuals with content marketing skills.

Skilled Expertise

Challenges Implementing Content Marketing

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10%

32%

47%

11%

Strongly agree Agree Disagree Stronly disgree

Lack of Qualified Experience

How much do you agree or disagree with the following statements?[Skills to Implement Content Marketing]

Q:


•  42% of companies do not have the expertise to implement content marketing effectively.

Companies Lacking the Skills to Execute Content Marketing

42%

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The Need for Content Marketing Education

Content Marketing

Guide

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24%

29% 28%

19%

Very interested Interested Somewhat interested

Not at all interested

High Interest in Online Courses

•  53% of professionals express interest in taking an online course about content marketing.

How interested would you be in taking an online course about content marketing? Q:


53%

Interest in Online Content Marketing Courses

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Improve Team Members’ Skillsets

How helpful would it be for your team members to learn more about content marketing? Q:


75% Helpful

17% Somewhat help

8% Not at all helpful

•  75% state it would be helpful for their team members to become more knowledgeable about content marketing.

Help

ful f

or T

eam

Mem

bers

to L

earn

M

ore

Abou

t Con

tent

Mar

ketin

g

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Seeking Resources to Become More Educated

47% on the

job

39% articles

34% conferences

34% webinars podcasts

23% courses taught

in-person

21% books

ebooks

20% blogs

19% employee training

12% mentors

73% tried to learn more about content marketing this year

3% other

37% online

courses


Which of the following educational resources or training have you used over the past 12 months to learn more about content marketing?

Q:

•  73% of professionals have learned more about content marketing this year. •  37% used online courses to improve their skillset.

Group learning Individual learning

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53%

58%

58%

22%

21%

26%

Need more time to learn about content marketing

Learning about content marketing is a priority

Plan on learning more about content marketing

Agree Strongly agree

Prioritizing Education

How much do you agree or disagree with the following statements?

Q:


•  84% of professionals plan on learning more about content marketing. •  79% see learning content marketing skills as a priority.

84%

79%

75%

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A Variety of Resources are being Used

To the best of your knowledge, which of the following types of content has your organization used? Q:

Base: Qualified respondents (N=200) *Shows responses higher than 10% or

48% Social media post

45% Articles

29% Interviews

28% Original Photography

26% Presentations (e,.g. SlideShare)

24% Ratings & reviews

23% Research

21% Guides

17% Q&A content

16% Mobile Apps

15% Infographics

15% Contests

13% Storytelling

19% Case studies

28% Video

12% Quiz

27% Blogs

17% Stock Photography

?

•  Posting on social media (48%) and writing articles (45%) lead as the most popular types of content organizations use.

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Facebook is the Most Used Social Media Tool

Q:

71% 47%

33%

42% 38%

23% 13% 11%

8%

8% 7%

4%

4%

3%

3%


Which of the following social media platforms does your company leverage?

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Respondent Profile

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Employment Status

Which of the following best describes your current employment status? Q:

64%

24%

12%

Employed full-time Self-employed Employed part-time


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Job Responsibilities

Are you involved in the following company initiatives? Q:


" Marketing 48%

" Communications 41%

" Business Development 39%

" Public Relations 38%

" Social Media 38%

" Advertising 33%

" Email Marketing 31%

" Web Content 30%

" Brand Management 28%

" Market Research 21%

" SEO 12%

" Media Production 12%

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Industry*

To the best of your knowledge, which of the following types of content has your organization used?

Q:


12% Education

11% Insurance, accounting, financial services

9% Retail, consumer durables

7% Manufacturing

7% Construction, machinery, homes

7% Consulting

6% Telecommunications, technology, internet, electronics

5% Healthcare, pharmaceuticals

5% Nonprofit

4% Advertising, marketing, public relations

3% Real Estate

2% Automotive

2% Hospitality

*10% Other

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32%

12%

6%

17%

8%

11%

15%

Under 10 employees

10-50 employees

51- 100 employees

101-500 employees

501-1,000 employees

1,001- 5,000 employees

Over 5,000 employees

Company size

Approximately, what is the size of your company? Q:


content marketing training survey

Marketing

content marketing skills

content marketing initiatives

content marketing budgets

content marketing spending

content marketers

valuable content

companies marketing

companys marketing program